<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The increased importance of social media platforms and network media logic merging with traditional media logic are a trademark of modern hybrid systems of political communication. This article looks at this development through the media-use by politicians before the 2016 and 2017 parliamentary elections in Iceland. Aggregate results from candidate surveys on the use and perceived importance of different media forms are used to examine the role of the new platform Snapchat in relation to other media, and to highlight the dynamics of the hybrid media system in Iceland. The results show that Snapchat is exploited more by younger politicians and those already using social media platforms. However, in spite of this duality between old and new media, users of traditional platforms still use new media and vice versa. This points to the existance of a delicate operational balance between different media logics, that could change as younger politicians move more centre stage.</p>
</abstract>

The increased importance of social media platforms and network media logic merging with traditional media logic are a trademark of modern hybrid systems of political communication. This article looks at this development through the media-use by politicians before the 2016 and 2017 parliamentary elections in Iceland. Aggregate results from candidate surveys on the use and perceived importance of different media forms are used to examine the role of the new platform Snapchat in relation to other media, and to highlight the dynamics of the hybrid media system in Iceland. The results show that Snapchat is exploited more by younger politicians and those already using social media platforms. However, in spite of this duality between old and new media, users of traditional platforms still use new media and vice versa. This points to the existance of a delicate operational balance between different media logics, that could change as younger politicians move more centre stage.

Logics of the Icelandic Hybrid Media System: Snapchat and media-use before the 2016 and 2017 Althing elections

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The increased importance of social media platforms and network media logic merging with traditional media logic are a trademark of modern hybrid systems of...

Coefficients, Model 1 - Dependent variable: New media
	Unstandardized Coefficients		Standardized Coefficients	t	Significance
	B	Standard Error	Beta
(Constant)	2 942	0.131		22 402	0
b. What age are you?	0.196	0.028	0.344	7 086	0
Established or new party	−0.004	0.069	−0.002	−0.051	0.959

	Facebook	Twitter	Blog	Snapchat	Instagram	National newspaper	Local media	Radio	Television	Internet-based media
Facebook	1	0.174^**	0.106^*	0.143^**	0.140^**	0.197^**	0.193^**	0.136^**	0.117+	0.223^**
Twitter	0.174^**	1	0.146^**	0.368**	0.381**	0.161^**	−0.063	0.130^*	0.116^*	0.151^**
Blog	0.106^*	0.146^**	1	0.058	0.083	0.290^**	0.151^**	0.289^**	0.229^**	0.240^**
Snapchat	0.143^**	0.368**	0.058	1	0.589**	0.052	0.083	0.03	0.045	0.099
Instagram	0.140^**	0.381**	0.083	0.589**	1	0.064	0.055	0.064	0.075	0.123^*
National newspaper	0.197^**	0.161^**	0.290^**	0.052	0.064	1	0.386**	0.547**	0.512**	0.526**
Local media	0.193^**	−0,063	0.151^**	0.083	0.055	0.386**	1	0.333**	0.364**	0.400**
Radio	0.136^**	0.130^*	0.289^**	0.03	0.064	0.547**	0.333**	1	0.806**	0.542**
Television	0.117^*	0.116^*	0.229^**	0.045	0.075	0.512**	0.364**	0.806**	1	0.512**
Internet-based media	0.223^**	0.151^**	0.240^**	0.099	0.123*	0.526**	0.400**	0.542**	0.512**	1

Logics of the Icelandic Hybrid Media System: Snapchat and media-use before the 2016 and 2017 Althing elections

Published Online: Feb 19, 2019

Page range: 43 - 59

DOI: https://doi.org/10.2478/nor-2019-0001

Keywords
hybrid media system, Iceland, Snapchat, media logic, political communication

© 2019 Birgir Guðmundsson, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

Figure 2

Figure 3

Coefficients for a model where age of candidates and type of party are independent variables and the use of new media the dependent variable

Pearson’s 2-tailed bivariate correlation matrix between the uses of candidates of different media outlets before the 2016/2017 Althing elections

Logics of the Icelandic Hybrid Media System: Snapchat and media-use before the 2016 and 2017 Althing elections

Published Online: Feb 19, 2019

Page range: 43 - 59

DOI: https://doi.org/10.2478/nor-2019-0001

Keywordshybrid media system, Iceland, Snapchat, media logic, political communication

© 2019 Birgir Guðmundsson, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

Figure 2

Figure 3

Coefficients for a model where age of candidates and type of party are independent variables and the use of new media the dependent variable

Pearson’s 2-tailed bivariate correlation matrix between the uses of candidates of different media outlets before the 2016/2017 Althing elections

Keywords
hybrid media system, Iceland, Snapchat, media logic, political communication